Are you looking for a way to build trust with consumers while securing more eCommerce sales? If so, it’s time for you to develop a robust email marketing strategy.
Email and eCommerce go hand in hand. Business leaders and marketing teams have used email to connect with their audience, increase engagement, and boost sales for years, and there’s no sign of this trend slowing down.
In fact, people are using email more than ever before. Currently, email marketing has an impressive 4,400% return on investment, which makes it the most profitable and effective way to communicate with your customers.
Our goal today is to show you several expert strategies you can use to get more conversions and provide a better experience for your email subscribers.
Let’s get started!
Give Visitors a Reason to Subscribe
First, let’s talk about getting visitors to subscribe to your email list. You’re going to have a hard time using email to get more sales if there’s no one there to read what you have to say.
The best way to convince consumers to subscribe is to give them something for their time and email address. As the owner of an eCommerce storefront, you can persuade people to join your list by offering them a discount on their first order.
For instance, when a new visitor lands on your site, you could trigger a popup that asks them to subscribe for 30% off their first order. If someone is coming to your website because they want to learn more about your product or service, this tactic could be the incentive they need to complete their order.
You can also create a content-based lead magnet such as a guide, infographic, or pre-recorded online course. This type of content is an excellent way to put your value proposition on display and collect email addresses. Once subscribers see that your free content was worth their time, they are more likely to spend money on your website.
When creating registration forms, don’t forget to keep them short and sweet. People are not likely to fill out an 11 question form to join an email list. We suggest asking for their name and email address as mandatory questions and including one or two optional fields for segmenting purposes.
Set the Stage with a Welcome Email
Did you know that welcome emails have an average open rate of 60%? This startling statistic shows the value of reaching users as soon as they subscribe.
Once someone subscribes to your list, you have to take proactive steps to show them why your brand is worth their time. Welcome emails are the perfect way to deliver the first part of your value proposition and set expectations, which leads to more engaged users.
When users sign up for your emails, they want to know what will happen next. So, if they subscribed for your lead magnet, use this opportunity to instantly get your piece of content or promotion to your new subscriber. But don’t stop there. Let them know what kind of content, offers, and events they can look forward to in the future.
Not only does your welcome email give you a chance to immediately connect with your audience, but it also allows you to set them up for long-term engagement with your brand.
The longer you wait to send your welcome message, the more opportunities consumers will have to find a competitor or forget that they visited your website in the first place. We suggest using an automated email service to schedule emails to go out to each visitor once they click the subscribe button.
Look for Opportunities to Segment
Another way to get more eCommerce sales through email is to segment your audience. Essentially, segmenting is when you separate your visitors into groups based on their individual interests, demographics, and psychographics.
You can combine this information into a buyer persona sheet that clearly defines each segment of your audience. Let’s say you have an online store that sells sporting goods. You would likely want to segment your audience by sports categories so subscribers can receive relevant content and offers.
Your hockey gear promotion won’t matter to someone that’s only subscribed because they want to hear about football news and deals. However, keep in mind that 4 out of 5 consumers say they want to see more personalized offers. So, if you could send that offer to people who are crazy about hockey, you can expect to see more sales.
There are a couple of ways you can segment your leads. The easiest way is to allow them to self-segment at the point of their signup. Remember when we said to add optional questions to your registration forms? These optional questions will help you determine which type of emails you should send each subscriber.
If you ask, “what kind of gear do you want discounts for in the future?” you could use that data to start segmenting your new subscribers. As a result, your hockey promotion will see a much higher conversion rate because it’s sent to people who are genuinely interested in the offer.
Split Test Your Emails
Finally, let’s talk about split testing, which is also known as A/B testing. This strategy involves you tweaking various aspects of your marketing campaign to see stronger results.
You can test virtually every aspect of your email campaign. In most cases, marketing teams start by testing the headlines, visuals, and promotions. These three factors can dramatically impact how people engage with your content.
Let’s say you put out a new campaign, and you’re not seeing the results you were expecting. You could split the recipients in half and change the promotional offer from 15% to 30%. If you start seeing more conversions, you can safely assume that the discount percentage played a role in increasing your sales.
Believe it or not, running several split tests can improve your overall open rate by 14.31%! Use this opportunity to connect with your audience and deliver a relevant offer, and you can expect an even more substantial boost in sales.
We advise testing each change for at least two weeks before determining if the test was a success. You want to allow enough time to pass so you can look at enough data to decide which changes yielded the best results.
Back to You
As you can see, email marketing campaigns have a lot of moving parts. If you’re prepared to experiment with some of the strategies outlined here today, you can expect to see more sales, engagement, and event signups. The key is to take your time and find the techniques that work for your audience and eCommerce business.